As brands try to rise above the rabble and somehow etch themselves into the minds of consumers in a positive fashion, experiential marketing—and the associated brand generosity—is becoming much more prevalent. And, as the multi-faceted Great Pascall Road Trip campaign shows, these experiential elements are increasingly becoming the glue that helps bind major promotions together.
As part of a campaign developed by Mango, between January 2-13 More FM listeners were encouraged to enter online and nominate a town or tourist attraction they wanted radio host Clarke Gayford and the Pascall team to visit during their two-week road trip in a pair of branded Britz campervans (all entrants went in the draw to win their own road trip in a Britz campervan, as well as $5000 cash, and the prize will be drawn after the tour finishes on Jan 30).
Gayford is broadcasting his drive show each night from one of the campervans and, in typical PR style, the road trip is getting a good, regular airing on the station, with trailers, mentions and ad libs.
During many of the adventures, which are all being filmed by a videographer and posted on the More FM website and Pascall Facebook page, a local resident has the chance to be Gayford's adventure buddy by entering regional text-in-to-win competitions. And, as you'd expect, lots of free Pascall treats are being handed out along the way.
Social media is becoming an increasingly important channel for FMCG brands (especially if you're trying to attract the 'bored mother' demographic), and the promotion also aims to build up the Facebook fanbase. And, after soft launching its page two weeks before the promotion kicked off, it has added over 6000 fans in one week through tactical ad placement (including ads on Facebook), on-air promotion and Facebook updates showing the itinerary and sampling details for each location, plus an update of every adventure.
Pascall brand manager Will Radford says the key objectives behind the campaign are to promote Pascall as New Zealand’s favourite lollies, link the brand with the fun of going on a road trip with family and friends over the summer (and promote the classic Pascall varieties like Pineapple Lumps, Jetplanes and Milk Bottles as the ones to be eaten on the way) and ultimately increase sales.
"I guess the key out-take is that we are integrating our comms from above with radio and outdoor through to instore, resulting in increased sales and improvements in our instore brand health metrics."
Of course, it wouldn't be a proper FMCG campaign without some instore action, and it currently has five Road Trip-themed promotions created by Apollo Promotions happening across Countdown, New World, The Warehouse, Shell and BP (another Britz camper holiday is being offered in Countdown supermarkets nationwide).